www.bournemouth.ac.uk 1
Accessible TourismMarketing Strategies
and social mediaProfessor Dimitrios Buhalis
Bournemouth Universitywww.buhalis.com
www.bournemouth.ac.uk 2
Excellent Accessible Tourism Books
Dimitrios Buhalis and Simon Darcy 2011 ACCESSIBLE TOURISM Concepts and Issues ISBN 1845411609 Channel View Publications http://goo.gl/VRbkk5
Buhalis, D. Ambrose, I., Darcy, S., 2012, BEST PRACTICE IN ACCESSIBLE TOURISM : Inclusion, Disability, Ageing Population and Tourism, ISBN 1845412524 http://goo.gl/iWQeAa
www.bournemouth.ac.uk 3
The Accessibility Market
Parents with prams...
Elderly...
Accessibility concerns everyone...
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Temporal disability...
Accessibility concerns everyone...
Obese...
The Accessibility Market
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Accessibility
Accessible Infrastructure
Accessibility information
Accessible information on-line
Market Requirements
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Market Requirements
•Richness of information
•Accuracy
•Inclusion
•Access Paths
•Reliability
•Trust
Accessible Tourism
Accessible Infrastructure
Accessibility information
Accessible information on-line
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Market Requirements
The higher the degree of disability
the more information is required
Providing information about accessibility
to these groups determined whether they
will engage in the travel process or not
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MildMild
SevereSevere
ModerateModerate
Extent of impairment
Mobility impairments
Hidden impairments
Mental/ Intellectual impairments
Speech impairments
Hearing impairments
Visual impairments
Elderly population
Type of Impairment
The Disability Market
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Pre trip After trip
During trip: transit
Customers’information needs:
BookingProduct information
During trip: on site
On site informationTransit informationGenericinformation
A C C E S S I B I L I T Y
O S S A T E
Accommodation B&B
ACTIVITIESPhotography
Fishing
Nature exploration
Walking
Health
Swimming
Painting
GolfingBiking
Sailing
ANCI-
LLARY SER-VICES
Camping
Farmhouses
Holiday Centres
Cottages
Hotels
Retailing Markets
Department stores
Shopping centres
Gift shopsApartments
Catering facilitiesTerraces/ beer
gardens
Restaurants
Fast
FoodCafes
Entertainment
Clubs
PubsCasino Theatre
Cinemas
Man made
Purpose built
Artificial
EventsHeritageSporting
MusicFestivalsArchaeology
Stately
homesHistoric Buildings
Monuments
Arts Museums
ConferenceReligious
SpasArchitecture
Archaeological sites
Observatories
Wild life
parks
Theme
parks
Activity centres
Waxwork Museum
Disney
BeachWaterfallsNatural Lakes
Landscape
ParksGardens
Rivers
Woodland
PrivatePublicEmbassies
Hospitals &
other health institutions
Police NTOs
RTOs
LTOs
Travel insuranceTour guides
Private health institutions
Post offices
BanksCurrency exchange
Timetables
Destination region
ATTRACTIONS
AMENITIES
Primary suppliers:
Galleries
Value added services
Certification
Personalisation & community
INTERMEDIARIES:AVAILABLE TOURISM PACKAGES
Travel Agencies
Incoming Agencies
Tour Operators
AVAILABLE TOURISM INFORMATION: Destination Management Organisations/ DMSs
AVAILABLE ACCESSIBILITY INFORMATION: Disability Organisations
Boat
–Car/
Taxi –
Coach
/ Bus
–Tra
in -
Airlin
es
Information Communication Technology
Tourist/ customer:
• individual travellers (blind, partially sighted, deaf, hard of hearing, wheelchair users, etc.)• travellers with a personal assistant/ companion• seniors
Business Travel
Other (health,
study)
Leisure Travel
Place of origin
OSSATETOURISM SYSTEM
www.bournemouth.ac.uk 10ENTER 2007 Research Track
Taxi Private Car Train Airplane BoatRented Car
Destination AA
Travel Agents
TourOperators
DisabilitySchemes
GDSs
CRSs
e-TAs
e-TOs
Hotel Aggregators
DMOs
Mentally
Impaired
Tourism Generic Content
Accessibility Specific Content
CONTENT INTEGRATION
ACCESSIBLE DESIGN
PERSONALISATION INTEROPERABILITY
DM
O
ACCESSIBILITY
ACTIVITIES
ATTRACTIONS
AMENITIES
ANCILLARY SERVICES
AVAILABLE SERVICES
ACCESSIBILITY
ACTIVITIES
ATTRACTIONS
AMENITIES
ANCILLARY SERVICES
AVAILABLE SERVICES
ACCESSIBILITY
ACTIVITIES
ATTRACTIONS
AMENITIES
ANCILLARY SERVICES
AVAILABLE SERVICES
Destination BB
Destination CC
DM
OD
MO
ACCESSIBILITY GUIDELINES
GENERIC MARKET
Visual Impaired
Motor
Impaired
Hearing
Impaired
Other Special Categories
SP
EC
IAL
NE
ED
S M
AR
KE
T
TRANSPORTATION
Technical Challenges
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DIMENSIONS FOR DIMENSIONS FOR
ACCESSIBLE TOURISM ACCESSIBLE TOURISM
INDUSTRY REQUIREMENTS
SECTOR DISABILITY
Think Destination Mobility impairments
Design Hotel Visual impairments
Respect Restaurant / Bar Hearing impairments
Inform Cultural Attraction Speech impairments
Network Theatre/Cinema Mental/ Intellectual impairments
Engage Beach/Lake Food intolerance
Improve Park/Recreation Hidden impairments
Elderly population
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Accessible information on-line
Accessible Tourism
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Promoting your accessible business Social
Media
Social media outlets
are valued for
providing advice and
help. You would
quickly lose all trust
if you just used them
to promote your
company.
There are many blogs written by disabled
travellers, which could give you an opportunity to
provide information and advice (as long as you
clearly identify yourself and your business as the
source).
Example of a blog written by a wheelchair user
based in South East England. It was used by
VisitBrighton recently to promote accessible
holidays: @WheelTravelBlog
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examples
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Promoting your business
There are many blogs written by disabled travellers,
which could give you an opportunity to provide
information and advice (as long as you clearly identify
yourself and your business as the source).
Example of a blog written by a wheelchair user based
in South East England. It was used by VisitBrighton
recently to promote accessible holidays:
@WheelTravelBlog
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112,000,000 blogs4 new blogs created every second of every day
Source: Simon I’Anson
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112,000,000 blogs4 new blogs created every second of every day
Source: Simon I’Anson
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Promoting accessible business
Social Media
• Start by telling your story – use news, articles, pictures and videos to share your journey and aims with your customer. People like human stories.
• Be honest and direct • Build your community – respond to requests for
information and start to build trust with your target audience.
• Create advocates promoting your story • Provide detailed floor plans, measurements and
accessible paths• Include a call to action – once people are engaged
with you then you can announce your latest discount or new service.
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Promoting Accessibility on social media
Blogs, Facebook, Twitter,Youtube, Pinterest,Instagram
Twitter is used by disabled travellers in
two ways. One is to follow key tweeters
(bloggers, magazines etc.) and obtain
relevant information. The second way is
to build up a following of like minded
people, share information, and when
necessary ask a question from your
community. Also #accessible
HAVE A PUBLIC CONVERSATION
AND ALSO DEAL WITH NOW
Facebook is often used between friends.
However, many companies and
organisations have a Facebook page,
finding it a useful platform to receive
customer feedback and promote their
latest news.
CREATE COMMUNITY AND SHARE
RELEVANT CONTENT
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Promoting your business
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Promoting your business
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Promoting your businesshttp://youtu.be/4odoSFf5gas
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Mobile Media and location based services
Promoting your business
Disabled people tend to be enthusiastic mobile phone users and while there are few disability specific apps as yet, disabled people are simply using many of the mainstream ones in an inclusive way.
For example, Foursquare is a geo satellite
positioning app showing cafes, bars,
restaurants, museums, hotels and
attractions.
The user is able to ‘check in’
and share their visit with their
social media following and users
can leave a comment on the
accessibility of a place. There is
not an accessibility category as
yet, but even without it the site is
likely to become well used by
disabled people.
Disabled people download apps for blogs, magazines and news sites, so if you can get yourself published or listed by the publishers of these sites then you will find yourself on their apps too.
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GEOTAGGED ACCESSIBILITY USER GENERATED CONTENT
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AUGMENTED REALITY
FUTURE OF ETOURISM
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RealityReality Augmented RealityAugmented Reality
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Augmented RealityAugmented RealityInterested in surroundingsInterested in surroundings
Informationattached to PLACE
Informationattached to PLACE
InformationIn CONTEXTInformationIn CONTEXT
Informationwithin FIELD-OF-
VIEW
Informationwithin FIELD-OF-
VIEW
Time-pressuredTime-pressured
Unfamiliar environmentUnfamiliar environment
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CONTEXT-AWARE AR FOR TOURISM
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� The disability/aging population market is considerable with a significant spending power
�The fundamental requirement of this market is accessibility in terms of built environment but more importantly with regards to information
�To address these requirement both demand and supply need to have a better understanding of each others priorities and constraints and work together
�Like any other matchmaking it needs to work for both sides
�a system is needed, designed to allow interoperability amongst different industry players and integrate and distribute relevant content in an accessible manner, enabling personalised service provision
Conclusion
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Excellent Accessible Tourism Books
Dimitrios Buhalis and Simon Darcy 2011 ACCESSIBLE TOURISM Concepts and Issues ISBN 1845411609 Channel View Publications http://goo.gl/VRbkk5
Buhalis, D. Ambrose, I., Darcy, S., 2012, BEST PRACTICE IN ACCESSIBLE TOURISM : Inclusion, Disability, Ageing Population and Tourism, ISBN 1845412524 http://goo.gl/iWQeAa
www.bournemouth.ac.uk 40
Stay in touch with Dimitrios
Professor Buhalis Dimitrios WWW.BUHALIS.COM
Director, eTourism Lab International Centre for Tourism and Hospitality Research (ICTHR)School of Tourism, Bournemouth University, Poole,BH12 5BB, UK
Tel: +44 1202 961517
Email: [email protected]
http://www.bournemouth.ac.uk/services-management/
http://www.bournemouth.ac.uk/icthr/ and http://www.bournemouth.ac.uk/icthr/about_us.pdf
Dimitrios Blog: http://buhalis.blogspot.com/
Live spaces: http://buhalid.spaces.live.com/Facebook: http://www.facebook.com/buhalis
Twitter: http://twitter.com/buhalid
YouTube: http://www.youtube.com/buhalid
Academia http://bournemouth.academia.edu/DimitriosBuhalis